Comparative study of News world Odisha with other news channels like regional and national news channels .

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CERTIFICATE OF APPROVAL
The following Summer Internship Report titled "Market research for Newsworld Odisha News and
Comparative study with other news channels" is hereby approved as a certified study in management
carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the
award of Master of Business Administration for which it has been submitted. It is understood that by
this approval the undersigned do not necessarily endorse or approve any statement made, opinion
expressed or conclusion drawn therein but approve the Summer Internship Report only for the purpose
it is submitted.
Summer Internship Report Examination Committee for evaluation of Summer Internship Report
Organizational Guide : Signature…………………………………….
: Name …………………………………………
: Designation…………………………………….
: Address………………………………………..
……………………………………………………
……………………………………………………
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Tel No……………………………………………
Email:……………………………………………
Organizational Guide : Signature…………………………………….
: Name …………………………………………
: Designation…………………………………….
: Address………………………………………..
……………………………………………………
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Tel No……………………………………………
Email:……………………………………………
Name : Sweta Leena Panda
Roll No. : FMS/MBA/2015-17/000308

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PREFACE
This dissertation has been prepared as a partial fulfillment of MBA curriculum (two years) approved by
AICTE, MINISTRY OF HRD, GOVT. OF INDIA from SRI SRI UNIVERSITY, CUTTACK. It
consists of findings and analysis of the survey conducted by me on the topic “Market research for
Newsworld odisha news and Comparative study with other news channels” in regional as well as
national level.
The survey was conducted in all over Eastern Odisha like (Bhubaneswar , cuttack , Balasore , Jajpur
etc. ). This report also includes the conclusion of the survey and the suggestions based on the findings.
The duration of this study was eight weeks and it was confined to Eastern odisha.
The study was conducted under the auspicious of Bhubaneswar, Odisha office of Newsworld Odisha.

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ACKNOWLEDGEMENT
I wish to express my appreciation and thanks to all those with whom I have had the opportunity to work
and whose thoughts & insights have helped me in furthering my knowledge and understanding of the
subject.
Every page of this report reminds me about the moral support and guidance that was bestowed on me
by the respected Guide, professors, friends and family members throughout the duration of the project.
My sincere gratitude goes to my Chief Project guide Mr. Jaganath Das (Chief Operating Officer)
and Mr. Partha Sararthi Mahakul (Manger in Marketing and Event) , Mr. Samir Kumar
Das (Promo Producer), Newsworld Odisha, Bhubaneswar whose valued guidance, encouragement
and inspiration the presentation of this project would ever have been possible. I also indebted to my
marketing faculty Mr. Sandeep Janyavula, for giving me valuable initial guidance for the project.
Last but not the least I would like to express my gratefulness to my institute and my faculty members
of Sri Sri University, Cuttack for guiding me throughout the project.
I am also grateful to my Parents and my friends, my brother for their encouragement.
I am unable to mention many others who have helped me greatly but it gives immense , Pleasure to
appreciate and thanks all those without whose encouragement and help this Project would never have
been completed.

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TABLE OF CONTENTS
Chapter No. Title Page No.
Certificate of Approval I
Preface II
Acknowledgement III
Executive Summery VI
Objective VII
Scope VIII
1.Introduction 9-17
1.1 A Snapshot of Indian Television History 11-12
1.2 Growth Perspectives 12-14
1.2.1 Changing face of Media 14-15
1.2.2 Media Industry-Road Ahead 15-16
1.2.3 Scenario of consumer viewership of News channels in India 16-17
1.3 Conclusion 17
2. About Newsworld Odisha 18-22
2.1 Mission and Values 19-20
2.2 Milestone Newsworld Odisha covered 20
2.3 Newsworld Odisha 20-21
2.4 Outdoor media 21
2.5 Few uses/benefits of Outdoor Advertising: 22
3. Research Methodology 23 - 24
3.1 Types of Data Collection 24
3.1.1 Primary source 24
3.1.2 Secondary Source 24
3.1.3 Data Collection 24

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4. Questionnaire Designing 25-36
4.1 Analysis 25-26
4.2 Data Analysis 27-35
4.3 Secondary data 35
4.4 Ratings points
35-36
5. Newsworld Odisha , SWOT Analysis 37-38
5.1 Competitor compare with O tv and other top news channels in Odisha 38
6. National News Channels VS Regional News Channels 39-51
6.1 National News channels 40-47
6.2 Regional News channels 48-51
7. Recommendations 52-54
7.1 Other Strategies 52
7.2 Suggestions 53
7.3 Limitation of the study 54
Questionnaire 55-57
Bibliography 58

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EXECUTIVE SUMMERY
My summer project in media was such a great opportunity for me to know about T. V. media at
Newsworld Odisha news. The project is an attempt to study the viewership response on Newsworld
Odisha. It tries to explore the media industry, market of the news channels in India through surveying
the customers with the help questionnaire. The major objective of the study is to do a comparative study
of National news channels with Regional news channels for betterment of Newsworld Odisha in future.
The project report entitled deals within house industrial training at Newsworld Odisha, a regional news
channel in odisha. Now a day’s media is one of the fastest growing sectors. Some people call media
fourth pillar of our democracy and news is just like food is needed to live so. It is the nutrition for the
brain to live in the society. I believe doing this project will definitely add advantage for my corporate
life.

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OBJECTIVE OF THE STUDY
Primary objective:-
Check brand perception of “Newsworld Odisha News” with respect of competitor and understand
viewership pattern of “Newsworld Odisha News”.
Secondary objective:-
Study of outdoor branding and Impact on market.

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SCOPE
One-third of all television channels in India are news and current affairs, About 112 news channels in
Hindi, English and regional languages beam into 250 million homes with access to cable and satellite
TV.
The business of news channels continues to grow at 8-10 per cent annually. The growth has helped
small and medium advertisers to advertise them in a better way.
About 20.5% per cent of total advertising money spent on television goes to news channels. In 2014,
the television industry in India derived the major share of its revenue from advertising segment (32.6
per cent) and the rest from subscription (67 per cent).Nonetheless, the share of subscription in the
overall revenue of the TV segment is expected to increase to 69.3 per cent by FY19.The Indian Media
and Entertainment Industry continues to grow at a good pace and is estimated at US$ 14.4 billion in
2010, according to a report by the Federation of Indian Chambers of Commerce and Industry (FICCI)
and research firm KPMG. The report further estimates the industry to grow to a size of US$ 16.2 billion
in 2011 and to US$ 28.1 billion by 2015.
Indian advertising industry stands at the size of US $ 5 billion in 2010, based on PwC’s India
Entertainment and Media Outlook 2011 estimates.
In Odisha presently 9 news channels are there like – O Tv , Kanak news , Pramaya News 7 , Zee Kalinga
, Kalinga News, Nakestra news , Kanak news , News world Odisha , E tv odia etc , there is a huge scope
of increase the number of news channels due to huge number of viewers in Odisha and people’s demand.

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[CHAPTER 1]
Overview on M & E Industry

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1.INTRODUCTION
Broadcasting began in India with the formation of a private radio service in Madras in 1924.
In the same year, the British colonial government granted a license to a private company, the
Indian Broadcasting Company, to open Radio stations in Bombay and Calcutta. The company
went bankrupt in 1930 but the colonial government took over the two transmitters and the
Department of Labour and Industries started operating them as the Indian State Broadcasting
Corporation. In 1936, the Corporation was renamed All India Radio (AIR) and placed under
the Department of Communications. When India became independent in 1947, broadcasting
was also charged with the task of aiding in the process of economic development. Thus, AIR
was made a separate Department under the Ministry of Information and Broadcasting. The
early history of radio broadcasting in independent India became important because it set the
parameters for the subsequent role of television in the country.
1.1 A Snapshot of Indian Television History:
In India, Television was introduced in 1959. The government had been reluctant to invest in
television until then because it was felt that a poor country like India could not afford the
medium. Television had to prove its role in the development process before it could gain a
foothold in the country. The government constituted Doordarshan on 15 August 1959.
Programs were broadcasted twice a week for an hour a day on topics such as community
health, citizens’ duties and rights, and traffic and road sense. In 1961, the broadcasts were
expanded to include a school educational television project. The first major expansion of
television in India began in 1972, when a second television station was opened in Bombay.
Stations in Srinagar and Amritsar (1973), and Calcutta, Madras and Lucknow followed this in
1975. Relay stations were also set up in a number of cities to extend the coverage of the
regional stations. By 1976, the government found it running a television network of eight
television stations covering a population of 45 million spread over 75,000 square kilometers.
In 1982, television began to attain national coverage and develop as the government's pre-
eminent media organization. 1991 saw the beginnings of international satellite broadcasting
in India and the government launched a major economic liberalization program.
The Indian entertainment and media industry is one of the fastest-growing sectors in India
and has outperformed the Indian economy. The growth of this sector is a function of the
overall growth of the economy, as it is a cyclically sensitive industry. The size of the industry
as a whole was about US$7 billion in 2004. According to a PricewaterhouseCoopers report
titled Indian Entertainment & Media Outlook 2010, the Indian entertainment and media
(E&M) industry is poised to grow at a 12.4% CAGR and is expected to reach Rs 1040.8
billion by 2014. The report further estimates that, over the period 2010-2014, the television
industry will grow at a stable rate of 12.9%, rising to Rs 488 billion from Rs 265.5 billion in
2009. Advertising revenues and the expansion of regional channels will be the main factors

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triggering growth. Television distribution is projected to garner 60% of
television industry revenues in 2014, while the share of television advertising
is expected to reach 35%, and that of television content 5%.
The filmed entertainment and television segment dominates the industry, followed by the
print, radio and music segments.
Increasing consumer spending and disposable income have contributed to the growth of this
segment. The trend observed is that media penetration is varied across segments and across
the different socio-economic classes. Media penetration is lower in lower socio-economic
classes. Hence, efforts to increase penetration even slightly in these lower socio-economic
classes are likely to deliver much better results simply due to the higher numbers. Advertising
revenues are a key factor in the Indian media and entertainment industry. Indian advertising
as a percentage of GDP is only 0.34%, which is far below the global average. Hence, there is
an immense potential for growth.
Economic reforms in India have facilitated the emergence of a conducive environment for
foreign direct investment (FDI). The liberalization era paved the way to greater FDI in the
entertainment and media industry as the film, television and other segments were opened to
FDI. FDI of 100 is now allowed for non-news publications, and 26% FDI is allowed for news
publications. Facsimile editions of foreign journals are also now permitted in India. This helps
foreign journals achieve significant savings on distribution costs. The government of India
allows FDI of up to 20% in the FM radio sector.
1.2Growth Perspectives
India has become one of the world’s most vibrant television markets, with nearly 300 cable,
satellite and terrestrial channels in about two dozen languages. Television programming is
being beamed by nearly 20 satellites. There are more than 100 million television households,
and more than 60 million of them receive TV via cable or satellite. India has an estimated 300
million strong middle class, larger than the population of the entire U.S., but spends less than
one-tenth of the amount spent on entertainment in the U.S. In addition, there are over 20
million Indians living abroad. The Indian entertainment and media industry continues to
outperform the Indian economy and is one of the fastest growing sectors in India. It is expected
to grow annually at a rapid rate of 22%, from its current Rs 19,100 crore to Rs 51,900 crore
in 2011.
The growth of the entertainment business has driven the growth in the colour TV business and
vice-versa. According to iSuppli Corporation, a global consultancy company, the sales of TV
sets in India rose from around 0.75 million units in 2003 to about 11 million units in 2005,
with revenues of $2 billion (about 9,200 crore). According to the National Readership Survey
2005, there were 108 million TV households in the country.
The broadcasting sector will continue to boom with the addition of new channels and new
content formats such as reality shows. The segment is projected to grow at 18%, to reach Rs
30,000 crores by 2009. According to a 2005 FICCI-PricewaterhouseCoopers report, growth
in television advertising is expected to outperform GDP growth by at least 5% in the coming
years. The report by PWC predicted that subscription revenues would drive the television
segment in the next five years. In the short term, subscription revenues will gain primarily
from increases in the number of cable and satellite households and improved realizations.
Consumers have become interested in advanced digital services and content. Emerging
technologies have included DTH and Internet Protocol TV (IPTV). In 2005, DTH had already
hit 3.5 million homes. IPTV had seen limited trials in the country. It was also expected that
these alternatives would slow down the growth of cable TV. The TV boom was also driving
the growth of sales of DVD players and other equipment like set-top boxes. Philips introduced

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price cuts that helped DVD players and other equipment to penetrate almost
2% of Indian households in 2006.
There exists a huge demand for content channels. At present, there are over 300 channels in
the Indian market. Every year, around 50 new channels are added. This has created a greater
demand for content. Television broadcasting companies are facing a shortage of content and
the programming costs are also rising beyond normal trends.
The increasing number of general entertainment channels, the growing popularity of daily
soaps and consumer interest in news channels have been the main drivers for the growth of
the television sector. The most significant aspect of television growth was the passage of the
Conditional Access System Bill (CAS) of 2002, which redefined television distribution. The
expected effects of the bill included an increase in the number of pay channels due to increased
subscription payout in the short run, and, in the longer term, the sharing of subscription
revenues between broadcasters, multisystem operators (MSOS), and local cable operators
(LCOS) and the opening up of a Rs 5,000 crore market for set-top box (STB) manufacturers.
Broadcasters, content providers and distributors form the main pillars of the media structure.
In the present scenario, the key to gains for broadcasters lies in grabbing a substantial chunk
of the advertising market. The improved addressability arising from new technologies such as
direct–to-home and broadband-enabled telephone networks may prove advantageous for
broadcasters. According to analysts, advertising spending in India is very low compared to
international standards. Channels that have the advantage of multiple areas of content are
likely to grab a larger share of the advertising pie. Content providers are currently bogged
down due to their revenues being capped by what the broadcasters are willing to pay them.
This basically arises from the demand-supply mismatch, which is skewed towards content
buyers (broadcasters). There are only five big broadcasters as buyers for the 200-odd
production houses. Content providers, especially the smaller ones, face credit problems due,
among other things, to delayed payment from broadcasters, which affects them adversely
because of the fact that content is a working capital-intensive business. Smaller size, limited
scalability and disparity in margins (broadcasters have better margins) are among the reasons
for the lack of institutional interest in production houses.
Regional programming is another segment where opportunity exists for growth. There is
immense potential for the growth of local language content. Dubbed foreign content is also
an attractive area. Among the top 10 movies shown on television in 2004, three were English
movies dubbed in Hindi. The Walt Disney Group in India shows only dubbed Hindi
programming on a 24-hour basis. ESPN Star Sports, the leading sports channel in India, has a
dual Hindi feed to tap the local markets.
According to media analysts, the future holds the key for niche channels, which are
performing up to the mark as reflected by the buoyancy in advertising revenues. It is predicted
there will be greater demand for niche channels, which provide superior content. Added to
this, the expansion phase in various industries like cars, mutual funds, financial services and
telecom will result in a blitzkrieg of advertising. Broadcasters’ revenue addressability will
improve by way of either DTH or CAS. Viewership is bound to increase due to the greater
scope for sports and top-end general entertainment channels. In the long run, India’s favorable
demographics, as well as increasing advertising spending and further penetration in TV and
cable households hold the promise of a bright future for media fortunes.
Digitization is the future of the film and television industry. It will define the content formats
and consumer viewership patterns in the future and will make available faster and cheaper
modes of delivering content. Digitization has already revolutionized the electronic media
industry to a great extent. Large cable companies are adopting a voluntary approach to
digitization on account of large investments in STBs and head-end equipment in expectation
of the mandatory additional access order. Now these cable companies are giving away such
STBs free to consumers in expectation of mandatory additional access order. This is based on
the assumption that when addressability will be made mandatory, such cable companies will

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have already garnered significant market share. The cable companies face a
potential direct threat from DTH players in the future, particularly in the up-
market segment. The cable companies are thus looking to invest large sums in
STBs to retain their customers. Cable operators are also bound to face competition from
broadband players. Further, the broadcast and cable services regulator TRAI has also
recommended a mandatory digitization plan for the top 35 cities (by population) in the country
by 2010. These 35 cities have a high penetration of television households and equally high
penetration of C&S households. An analysis of theses 35 cities reveals an estimated 20 million
homes that have a cable connection. Even if 10% of these C&S homes voluntarily opt for
STBs, there is a clear serviced demand of 2 million STBs.
1.2.1 Changing face of Media
The past few years have witnessed phenomenal growth in the number of news channels in
India. From 11 in 2002, there are 36 news channels today, and many more are in the pipeline.
With Times Now (a joint venture between Times group and Reuters service) and CNN-IBN
(a TV-18 /Global Broadcast News brand) coming in this year, the market has entered a new
phase of competition.
The chaotic, argumentative nature of our democracy is, perhaps, the ideal breeding ground
for them. This is because the more undemocratic a country, the more difficult it is to
disseminate or comment on news. China, for instance, has a demand/supply gap on content,
which most media companies blame on the lack of democracy. Plus, in India, there are “sub-
genres such as crime, Bollywood and night life that have boosted the viewership of news
channels”, says Manish Porwal, executive director (India-West), Starcom Worldwide. It is a
pattern followed by news channels in large democracies like the US. But in India, this
stretching of news to create genres and sub-genres has been multiplied into dozens of
languages and regions.
As a result, India is, arguably, one of the few countries in the world with so many news
channels. More important, it is one of the few markets where most of them make money.
However, it may not remain so for long. After all, how long will advertisers support the need
for a daily argument in every conceivable language? Can the boom be sustained, or is the
bubble going to burst soon?
Perhaps, it is time to rethink the party.
The signals have been getting stronger in the last few months. TAM data shows that the share
of ad revenue from news channels has been static at 10-11 per cent of the total over the last
4-5 years. Of course, the pie is expanding. So, of the total TV ad revenues of Rs 5,412 crore
in 2005, news channels account for Rs 550 crore. The problem is, there is only advertising.

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With the total ad pie expected to grow at about 12-14 per cent a year, news
channels should get around Rs 1,000 crore by 2008. Starting a channel costs
Rs 50 crore-60 crore. As per the announcements made so far, 10-12 news
channels should be on air in the next 12 months, an
investment of Rs 500 crore-600 crore. This is nearly
equal to the current market size.
But given that on an average, a channel takes 3-4
years to break even, it looks like not many will be
able do so. The post-launch operating expenses are
rising exponentially due to marketing and
distribution costs, which form 10-20 per cent of
revenues. This includes the substantial carriage fee.
The Indian cable pipe, currently the main mode of
distribution, can support only 106 channels, while
the actual number is much more. So, both small and
large players are finding the carriage fees to multi-
system operators to depend on.
Fig 1.2 Growth of news
1.2.2 Media Industry-Road Ahead
The Indian Media industry is undergoing remarkable change and is today one of the fastest
growing sectors in the country.
According to a report by Crisil, Media industry is poised to double its revenues by 2010 with
an annual growth rate of 15.6 percent. The study forecasts that the revenues will reach up to
the level of INR 74,400 crore by 2010 from INR 36,100 crore in 2005. The sector is riding
high on the back of several factors such as presence of multiple players, greater choices to
consumers and growing investor interest. According to another report by FICCI and
PricewaterhouseCoopers, the media and entertainment sector is expected to cross turnover of
INR 100,000 crore by 2011 from the present INR 43,700 crore, thereby registering 18 per cent
compounded annual growth. The Indian entertainment and media industry is witnessing a
phenomenal growth and is slated to grow at 19 per cent to Rs 83,740 crore by 2010 from its
current size of Rs 35,300 crore, according to a study.
The phenomenal growth in the entertainment and media sector can be attributed to economic
growth, rising income levels, consumerism combined with technological advancements and
policy initiatives undertaken by the Indian government, the Ficci-PricewaterhouseCoopers
study has forecast.
"Two factors that will contribute to the growth of the industry are low media penetration in
lower socio-economic classes and low ad spends...but efforts to increase it even slightly are
likely to deliver much higher results," PricewaterhouseCoopers' Entertainment and Media
practice Executive Director and leader Deepak Kapoor said in a statement.
With an estimated 28 million Indians already hooked on to the internet, internet advertising
in India is presently worth Rs 100 crore. With the broadband slowly becoming popular, the
segment would show a compund annual growth rate (CAGR) of 50 per cent. The internet is
used for doing transactions, chatting, offering opportunity for the companies to sell their
products.
In terms of value though, television would dominate the industry with the size growing three
times from Rs 14,800 crore to a whopping Rs 42,700 crore by 2010 with the CAGR at 24 per
cent.Subscription revenues which will be the key drivers for the growth, would increase from

15
the number of pay TV homes and increased subscription rates. New
distribution platforms like DTH and IPTV will only increase the subscriber
base and push up the subscription revenues.
The print media with current size of Rs 6,800 crore is gradually opening up to foreign
investment due to a booming Indian economy, growing need for content and government
initiatives. The sector with a CAGR of 12 per cent is estimated to grow to Rs 19,500 crore by
2010.
Radio, the cheapest form of entertainment could see some drastic changes. The government
has announced migration to a revenue share regime, permitting foreign investment in the
segment and allowing licenses to the private players.
The CAGR of the sector predictably so is 32 per cent and the segment size is forecast to grow
four times from the present size of Rs 300 crore to Rs 1,200 crore by 2010, the survey
said.Live entertainment industry, also known as event management, is presently worth Rs 800
crore and is expected to grow to Rs 1,800 crore by 2010 with a combined annual growth rate
of 18 per cent.
Outdoor media sites, predominantly owned by small and local players, are likley to evolve in
India too in the short-term. The segment is currently worth Rs 900 crore and is expected to
grow by 14 per cnt (CAGR) to Rs 1,750 crore.Music sector, dogged by problems of piracy,
could see a revival of sorts with the growth of 'mobile music' and licensed digital distribution
services. The sector with a size of Rs 700 crore would grow to Rs 740 crore by 2010 with a
CAGR of merely 1 per cent, the survey added.
1.2.3 Scenario of consumer viewership of Newschannels in India
According to industry data, the market for news channels has grown from Rs 200 crore in
2000 to Rs 310 crore in 2001. This is further expected to grow to Rs 500 crore in the next two
years. Says G. Krishnan, chief executive, TV Today, "The news channel market has been on
the upswing, and advertising revenues have been pouring in. In fact, all categories of
advertisers are flocking to the news channels because of the higher return on investment
offered by these channels as compared to the entertainment channels."
But is there really a market for a 24-hour English news channel in India? Aaj Tak's Krishnan
seems to think so. "There is a market for a 24-hour English news channel. Our country has a
108-million strong English-speaking audience and no dedicated English news channel.
Moreover, by virtue of language, we are being restricted from reaching out to viewers across
the country. By launching an English news channel, we aim to capture the news viewers across

16
India, and retain a leadership position in the genre of news in a fragmented
viewership scenario," he says.
Moreover, officials point out that apart from the audiences in the metro, an English news
channel can help tap viewership in the South as well. Little wonder, TV Today is tar Like in
every category, there will be a few leaders capturing the bulk of the revenue pie, while the rest
will have to survive on what's left over," points out a media analyst. The category is likely to
get even more competitive as the increasing number of news channel jostle for the highest
number of eyeballs and advertiser attention.
But for now all eyes are set on the growing advertising pie for news channels. Apart from
growing viewership, another reason why news channels have attracted advertisers is because
of the low cost, thus enabling advertisers to increase the frequency of their ads, says a media
planner. According to media analysts, the low cost of spots on news channels also provides
the opportunity for the smaller advertiser to advertise on a national media. "There has been
some shift of advertising away from local print media and local cable channels to news
channels", says an analyst.
This trend is likely to continue, as more players will make the category grow.
1.3 Conclusion
Now the television industry becomes more specific. In this competitive market, channels are
targeting specific viewers. News channels attract more viewers beyond their target by
producing interactive and interesting programmes. Every channel needs to do an extensive
research on different concepts and different themes to attract more viewers and in the same
time more advertisers. After all, advertisements are the bread and butter for the channels. With
increased consumer preference for news programmes, television news channels have grown
faster than other niche channels. News channels are booming just like sky as the limit. Those
days are not far away, when we will get satellite news channel for every major city in India.
Staying in abroad, we can update ourselves about all the happening of our hometown. Now
news is not restricted to political happenings. It will be extended its limit to every unwanted
and hided corners of the society. At last we can reach in the conclusion that anything, which
is strange or disgusting, is news. There are no rigid rules, which defines news.

17
[CHAPTER 2]
Newsworld group, Newsworld Odisha news & Out door media

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2. ABOUT NEWSWORLD ODISHA
“Ame Kahu Apanaka Katha”
2.1 Mission and Values
 Mission Statement
Newsworld Odisha tries to be profitable, productive, creative, trend setting and financially
rugged with care and concern for all stake holders.
 Newsworldodisha Values
 Customer Focus
Our Company's strategies are driven by the needs of the customer. Our success can be measured
by the satisfaction achieved by our customer
 Excellence
We accord a high premium to maintaining superlative standards throughout our Company. We
encourage our employees to come up with smarter ideas within the fastest possible time
 Integrity
We observe strict ethical standards through editorial independence and creative expression, in
order to earn the trust of our viewers and subscribers
 Availability
In major MSO like Ortel , Hatway , Variety , DTH , Videocon , Tatasky , and other local cable
operators.

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 Growth Driven
We are committed to delivering consistent revenue and cash flow growth
in order to provide our shareholders a good return. Our objective is to grow our people,
market and businesses around the world
2.2 Milestone Newsworld Odisha covered
1) First Newsworld Odisha news bulletin started at 2015 , 1st
October .
2) 2015 it started its first morning and evening news bulletin.
2.3 Newsworld odisha
1) Newsworld Odisha News has unveiled its new positioning with the focus on ‘ bringing
life to Odisha journalism on television’. The channel has now progressed to a more
contemplative mode with ‘Newsworld Odisha’.
2) Newsworld Odisha the 24 hr. Odiya news channel from the A7 broadcast private limited
24 has been ever since on a quest to bring out of truth. This is the channel belief that has
been the guideline force in the dedication and Integrity of news reporting unbiased news.
As a socially responsible news channel. Newsworld Odisha news has dared to walk a
different path to bring the truth out even if it means staying away from the hype and
trivial sensationalism.
3) Newsworld Odisha programming is content driven and covers all genres with hard-
hitting news to social service programming for crime related news to glamour to sport
news. The content driven programming at Newsworld Odisha News is perhaps what
differentiates from the rest.
4) The channel has always been consider as a pioneer and leader in the field of investigative
journalism, with programming that go dipper and far beyond the usual news and current
affair programs.
 Some new renowned faces are also added like –
1) Mr. Jaganath Das , Chief Operating Officer(COO)
2) Sandeep Mishra as editor in chief.

20
 Newsworld Odisha News added four new properties
1) News room Tamasa – Sarat Mohapatra
2) Jabab sabab – Sandeep Mishra
3) Glamor world – Asit Malik
4) Wonder world – Mahua Manjudar
5) Dharma Darbar – Manoj Barik
6) Rahashya (Mysterious issues) – Mahua Manjudar
7) Helathline (Seasonal) –Manoj Barik
8) Career Plus– Manoj Barik
9) Yadhyadha hi dharmashya – Manoj Barik
 The promotion value of the campaign is about free and during any new program or event
promotion it is goes upto 10 lakh.
 Through barters deals and tie –ups it restricted itself from cash burn to a negligible
amount.
In India, exposure to print advertising in addition to television produced higher advertising recall. It
mean, if we use both way to advertise it will give great recall value to target audience and by using both
ways Newsworld Odisha News try to show its greater knowledge of brand properties.
2.4 Outdoor media
 Over the past few years, the outdoor advertising industry has evolved into a
rejuvenated media force to be reckoned with that's poised to compete aggressively in
the 21st century media fray. While many traditional media segments have struggled to
remain competitive in a period of economic strife, the outdoor industry has remained
relatively unscathed and solvent due in large part to the strength of local sales as both
national and regional brands have shifted a significant portion of advertising dollars to
grassroots promotions.
 Outdoor offers outstanding value for the Rupee and a myriad of ways to ratchet up
exposure. Whether matched with other media to extend reach or used extensively on
its own to saturate a market, outdoor can't be beat. Outdoor surrounds consumers with
ubiquitous presence offering media choices that suit every target audience, geography
and strategic plan. Outdoor is a comprehensive mix of effective media delivery
mechanisms that reach people in their cars or on subways, in airports and malls or in
any number of growing outdoor media settings. Outdoor is roadside, outside and
inside, above and below ground and on the move.
 The wide range of outdoor media advertisements comprises of hoardings, posters,
banners, road shows, trade shows, kiosks, wall paintings, and signboards among
others.

21
 The outdoor medium today constitutes 10 per cent of the media mix, up
from around three per cent five years ago
2.5 Few uses/benefits of Outdoor Advertising:
1) Outdoor Advertising is available.
2) Rapid Build up of Awareness - Quick return on advertising investment
3) Media Mix Reinforcement - Fills the gaps left by all other forms of media
4) Cost Efficiency - Low cost per thousand
5) Specific Market Penetration - Minimizes wasted exposure
6) Directional Support - Reaches audience while they are in the marketplace
7) Dominant Market Presence - Your message is larger than life
8) Flexibility and Mobility - Customized programs to obtain advertising goals
9) Co-op advertising support
10) Visual excitement and impact - Big, bold and demands your attention
Ways in which Newsworld Odisha use out door media in it’s repositioning
1. Shopping mall displays: All fun republics in Bhubaneswar flexes and standees were
installed.
2. Terminal Displays: Many public utilities, road crossing and traffic light are hired.
3. Exterior Airport displays: Flexes are hanged near by air port road.
4. Truck/Mobile Displays: 4 hydraulic mobile van hired for one month which will make
round in Bhubaneswar and will create awareness for channel

22
[CHAPTER 3]
Research Methodology

23
3. RESEARCH METHODOLOGY
A Research Methodology is the framework or blueprint for conducting the
marketing research project. The basic objective of research cannot be attained without a proper
research design. It specifies the methods and procedures for acquiring the information needed
to conduct the research effectively. It is the overall operational pattern of the project that
stipulates what information needs to be collected, from which sources and by what methods.
The research design in this case is descriptive research. The major objective of descriptive
research is to describe something- usually market characteristics or functions. Descriptive
research has been done due to the following reasons: -
1) To determine the viewer’s perception about Newsworld Odisha i.e. how viewers perceive the
channel in terms of salient factors of the choice criteria.
2) To determine the degree to which marketing variables are associated.
3.1 Type of data collected
There are two types of data used. They are primary and secondary data. Primary data is defined
as data that is collected from original sources for a specific purpose. Secondary data is data
collected from indirect sources.
3.1.1 Primary source:
 I also prepared a small set of questionnaire for common cable and satellite users for some
important information regarding News channels and their perception relating to them. Their
individual opinion and their expectation from news channel. So I have selected exploratory
research as have a clear idea of problem that I may encounter during the project.
 Exploratory research helped me to develop concept more clearly establish priorities, develop
operational activity and improve the final project report.
3.1.2 Secondary Source
 Websites of BARC media research, Newsworld Odisha, their group & other websites like
Google are to be used as the source of secondary data collection.
 Magazines: (Pitch, Impact) ,Newspaper
3.1.3 Data Collection
Data used for the project was the secondary and primary data.
Methods of Data Collection
 Personal Interview
 Telephonic Interview
 Questionnaires

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[CHAPTER 4]
Questionnaire, Analysis & Interpretations

25
4. QUESTIONNAIRE DESIGNING
A good questionnaire must be concise, focus, easy to understand language. Questionnaire
should be designed as per the objective to get right feedback. A questionnaire has a mix of
following 4 major scales, which help us in analyzing the attitude of the people. The scales
are Nominal, Ordinal, Interval and ratio scale.
1. Nominal Scale:
This type of scale is mostly used in the opening so that respondents feel easy in answering.
This scale helps in mutually exclusive classification of units i.e. there is no case of may be
in this.
2. Ordinal Scale
This type of scale is used for knowing a relativity of a unit as this includes ranking and it is
a type of comparative scale as respondents mainly compare the parameters and then rank
accordingly.
3. Interval Scale
This type of scale is of non-comparative in nature here respondents mainly rate the
parameters by their individuality and not comparing it with others.
4. Constant Sum Scale
This scale is used to know the quantum of the preference i.e. a respondent will say that he/she
buys branded products or non-branded products but in what percentage? is a big question,
this scale helps in knowing the quantum.
4.1 Analysis
Analysis based on the information collected from questionnaire interview in Bhubaneswar
and eastern Odisha districts like Cuttack , Balasore , Bhadrak , Jajpur etc. My sample size
was 170 and age over 18 years old.
To have an in-depth analysis lets start with the question-wise analysis:
There were 26 questions in my questionnaire from that I get these results below.

26
4.2 Data Analysis
Below is the graphical representation of the Demography of people surveyed.
Age Group
Age Group Sample
size
18-25years 107
25-35 37
36 – 50 27
50 and above
Total 170
As per Gender
Gender Sample
size
Male 120
Female 50
Total 170
56%
35%
9%
AGE GROUP
18-25 25-35 35-50 Above 50
Male
Female
% OF GENDER

27
As per Occupation
Occupation Sample
Size
Working Men 27
Retired Person
Self-employed 37
Job Holder 107
House wife
Total 170
As per education
Education Sample
Size
10th
Pass 21
Intermediate 10
Graduation 96
PG/Master’s
degree
43
Total 170
Workin
g Men
Retired
Person
Self-
employ
ed
Job
Holder
House
wife
% 19 38.1 42.9
0
10
20
30
40
50
AxisTitle
% of Occupation
13%
1%
45%
41%
Education
10th Intermediate Graduation PG/Masters

28
As per Income
Income Sample
Size
Below Rs 10,000 40
10,000-20,000 32
20,000-30,000 32
Above 30,000 66
Total 170
Question 11: Members in any
group/ club/ samiti etc .
Members in any Club Sample
Size
Yes 105
No 65
Total 170
%
0
20
40
Below
10K
10K to
20K
20K to
30K
Above
30K
% 25 20 20 35
AxisTitle
Income Group
70%
30%
MEMBERS IN ANY GROUP/CLUB
Yes
No

29
Question 17: How do you describe yourself with respect to ‘television viewing
pattern’?
Interpretation-
In the survey of this question it is found that 52.2% people watch television for refreshing their mind ,
30.4 % watch whenever any event or
telecast is there like Cricket Worldcup or
Election time etc , 17.4% people watch
television in a continuous basis.
Television Viewing
pattern
Sample
Size
Just watch 107
Follow certain
programs
religiously.
26
Watch whenever any
special event is
telecast.
37
Total 170
Question 18: How much time do
you usually spend in front of
television?
Spend time in
Television
Sample
Size
Less than 1 hour 20
1 to 2 hour 120
2 to 3 hour 20
More than 3 hour 10
52.2, 52%
17.4, 18%
30.4, 30%
TELEVISION VIEWING
PATTERN
Just watch
Follow certain programs religiously
Watch whenever any special event is telecast
0
10
20
30
40
50
60
70
Less
than 1
hour
1 to 2
hours
2 to 3
hours
More
than 3
hours
% 13 69.6 8.7
AxisTitle
SPEND TIME IN TELEVISION

30
Total 170
Question 19: When do you
usually watch your favorite
programs?
Interpretation-
In the survey of this question it is found that
74% people mainly watch the fresh telecast
in evening time and 26.1 % people watch
Morning/Afternoon Repeat Telecast .
Favorite Program
Watching Time
Sample
Size
Evening (Fresh
Telecast)
140
Morning/Afternoon
(Repeat Telecast)
30
Total 170
Question 20: Please name your
most favorite genre that you’d like
to watch on television.
Interpretation-
most viewed programs in Newsworld Odisha
are 50% would like to see evening News
73.9, 74%
26.1, 26%
FAVORITE PROGRAM
Evening (Fresh Telecast)
Morning/ Afternoon (Repeat Telecast)
Morning
mythologi
cal/Astrol
ogy show
1%
Crime
Show
13%
Others
(interview
/ Play/
Any
Other)
36%
Evening
News
Bulletins
50%
Favorite Program
Morning mythological/Astrology show
Crime Show
Others (interview/ Play/ Any Other)
Evening News Bulletins

31
Bulletings ,36% Other(Interview/play/any other),13% Crime shows ,1%
Morning Mythological/Astrology show.
Favorite Program Sample
Size
Evening News Bulletin 33
Crime Show 30
Morning
mythological/Astrology
show
83
Others (interview/ Play/
Any Other)
23
Total 170
Question 21: What channels do you usually watch?
Interpretation-
In the survey of this question it is found that people in Odisha mainly prefer the Regional news channel
as compare to National News channels that’s why 83% are odiya news channel watching viewers and
only 17% Hindi news channels watching viewers .
News Channels
(National vs
Regional)
Sample
Size
Odiya News
channel
140
83% 17%
%
Odiya News Channels Hindi News Channels

32
Hindi News
channel
30
Total 170
Question 22: Which regional News channel you watching mostly ?
Interpretation-
In the survey of this question it is found that O Tv is Number 1 news channel and most viewed news
channel in Odisha , News World Odisha comes next to O Tv and News 7 followed by Newsworld
Odisha.
Regional News
Channels
Sample
Size
O TV 60
Newsworld
Odisha
45
Zee Kalinga 5
Kanak Tv 5
Naxatra New 5
News 7 50
Kalinga Tv
Total 170
Question 23: What is your
preference in watching news
channel?
Interpretation-
People mainly prefer Content over quality.
Content should be fresh with excellent writing
and viewing pattern .
O Tv
News
world
Odish
a
News
7
Kanak
Tv
Naxat
ra
New
Zee
kaling
a
% 40 24 30 2 2 2
0
5
10
15
20
25
30
35
40
45
AxisTitle
Most viewed Regional News
Channels

33
Preference Sample
Size
Content 125
Brand Name 0
Quality 45
Other 0
Total 170
Question 24: How do you feel
about the programs of Newsworld
Odisha ?
Interpretation-
In the survey of this question it is found that , all over popularity of Newsworld Odisha is in between
Good and Very Good .
Popularity Sample
Size
Very Good 69
Good 69
Average 32
Total 170
66.7, 67%
33.3, 33%
Preference
Content Quality
Very Good,
37.5, 37%
Good,
37.5, 38%
Average,
25, 25%
Popularity
Very Good Good Average

34
Question 25: Which type of programs you like more in
Newsworld Odisha ?
Interpretation-
In the survey of this question it is found that 57.1% people mainly watch news channels for Current
affairs then people follow Crime based shows then sports news.
Most Viewed
Programs in
Newsworld Odisha
Sample
Size
Entertainment
Sports 20
Current Affairs 76
Crime Based 54
Religious 20
Interviews
Total 170
Question 26: Rank the
Newsworld Odisha programmes
according to your preference?
Raning of Newsworld
Programs
Sample
Size
News 6 PM 1
News 7 PM 27
News 8 PM 27
News 9 PM 44
Jabab sual 27
FIR
Kemiti katiba aji
Khabar chatapat 44
Total 170
0
5
10
15
20
25
30
35
40
45
Current
Affairs
Crime
Based
Sports Religious
42.8
24.2
14.3 14.3
Most Viewed Programs
%
%
0
10
20
30
News 7
PM
News 8
PM
News 9
PM
Khabar
chatapat
Jabab
Sual
14.3 14.3
28.6 28.6
14.3
Ranking of Newsworld Odisha Program
%

35
Question 27: You have Cable Tv connection or DTH
connection in your home If DTH then which brand you are using
?
DTH Connection Sample
size
Dish TV 43
Tata Sky 68
Airtel 43
Videocon D2h
Big TV
Sun Direct 16
Total 170
Interpretation of findings
We received total 50 suggestions out of total sample size of 170 . This was further thoroughly read and
evaluated in order to get a feeling for the data. Then it was categorized as per the different theme
comments into categories such as “Content”, “News delivery”, etc. At least one category was provided
to each response by the help of “coding”.
“In providing feedback on the Odiya news channels, some 55% of the respondents spoke about content.
The main issues raised included improvising the news intensity and range. 38% of the suggestions
demonstrated high dissatisfaction with the news delivery technique and methods currently followed.
Around 22% complained about the lack of genuineness and legitimacy in the news. To a lesser extent
(7%), disturbance due to the longer duration of the TV commercial breaks was mentioned. The
following comments from a respondent illustrate these points.
4.3 Secondary data
It is provided by BARC media research .
Audience measurement
Audience measurement is any method of measuring how many people are in an audience,
4.4 Ratings points
 TVR
One single television ratings point (or TVR) represents 1% of viewers in the surveyed area
in a given minute
 GRPs
35%
25%
25%
5%
10%
DTH Connection
Tata Sky
Airtel
Dish Tv
Sun Direct
Videocon d2h

36
Gross rating points (GRPs) are chiefly used to measure the performance of
TV-based advertising campaigns, and are the sum of the TVRs.
The GRP of a campaign is equal to the percentage of people who saw any of
the spots, multiplied by the average number of spots that these viewers saw.
 Television Rating Point
TRP means most widely watched TV program. TRP rating list is the ranking list of popular
TV programs released by INTAM every week.
 Ratings/share and total viewers
Share is the percentage of television sets in use tuned to the program.
For example, a show as receiving a 9.2/15 during its broadcast, meaning that on average 9.2
percent of households was tuned in at any given moment. Additionally, 15 percent of all
televisions in use at the time were tuned into this program.
 Reach
The net number or percentage of people who have seen a particular piece of broadcast
program.
 Cost Per Rating Point
The cost, per 1 percent of a specified audience, of buying advertising space in a given media
vehicle.

38
5. NEWSWORLD ODISHA, SWOT
ANALYSIS:
a) Strength:
I. Detailed reporting (depth news of topic)
II. No biasness to political party
b) Weakness
I. Not shows news only for TRP
II. Only try to give emphasis on serious news
III. No digital marketing team
IV. No proper website
c) Opportunity
I. After Odiya mass entertainment and Odiya movies news channel are no. 4th position.
II. On genre wise viewer ship share.
d)Threats
I. News channel genre is the most competent genre
II. New channel are also launching.
5.1 Competitor comparison
1. O tv , No. 1 news channel
a. Variety of program
b. Best in live reporting people perceive as “we report. You Decide”
2. Pramaya news 7
a. Anchors are experienced
b. Better focus on politics and business news
c. News relating upper middle class interest
3. Kanak News
Better graphic animation, variety in program and anchors are its strength
4. Z kalinga
Good anchor, never discrepancy occurred between statement/figures occurred.

39
National News channels vs Regional News channels
[CHAPTER 6]

40
6.NATIONAL NEWS CHANNELS
VS
REGIONAL NEWS CHANNELS
“The winds and the waves are always on the side of the ablest navigator.”
Edward Gibbon
6.1 National News channels
NDTV:
New Delhi Television Ltd. (NDTV Ltd.), founded on 8 September 1988, is India's first and
largest private producer of news, current affairs and entertainment television. Later on it was
converted to a public limited company on 31st August 1994. NDTV is home to the country's
best and brightest reporters, anchors and producers; 23 offices and studios across the country
host India's most modern and sophisticated production and newsgathering facilities. As an
organization, NDTV is totally committed to one cause: to use its extensive expertise,
experience, technology and reach to create unparalleled coverage of the latest in domestic and
international news and entertainment for viewers at home and around the world.

41
New Delhi Television (NDTV) president and broadcasting icon Dr Prannoy
Roy officially launched NDTV's two new 24-hour news channels, NDTV 24x7
in English, and NDTV India in Hindi, on 14 April 2003, which targets the Indian Diasporas
across the world.
Highlights:
 NDTV is the first broadcaster in the world to have successfully implemented DSNG
systems incorporating MPEG-4 over satellite for live links back to the studio.
 At the time of its inception, NDTV adopted the promotion strategy of roping in A.R.
Rehman to score the background music for NDTV India – which was of great concern for
the production-house-turned-broadcaster. Even before its news channels have made their
debut, NDTV has supposedly signed up advertising worth over Rs.10-12 crore for both
NDTV 24x7 (the English channel) and the NDTV India (the Hindi channel).
 The news channel showcases well-positioned news programmes between 6 pm and
midnight, a track record that dates back more than a decade, and the strength in current-
affairs-based feature programmes, especially on weekends, have helped it gain a dominant
position.
 NDTV India bagged the Indian Telly Award for the “Best News Channel of the Year” in
2004.
 Chai Stop on NDTV 24x7 won the award for the “Best Current affairs Programme of the
Year” and the The Big Fight was awarded the “Best Talk Show of the Year” by the Indian
Telly Awards in 2004.
 The Indian Telly Award 2004 for the “Best Editor of the Year” went to Jatin Gupta for the
programme Jhalak 03 and the “Best Comic Shots” was given to Gustakhi Maaf of NDTV
India.
NDTV Profit:
The major chunk of NDTV Profit's content includes reports from the stock market, interviews
with experts from markets and banking apart from corporate honchos, corporate earnings,
tracking market indices, advice on personal finance and the stock market and phone-in
programmers. Some of the upcoming NDTV Profit programming slots are Big Fish, Hot
Property, Eating Out, etc. The channel's tagline is "News You Can Use".
NDTV Profit plans to launch a business channel in Hindi once it stabilizes its positions in
English.
AAJ TAK:
Aja Tak, India Today Group’s foray into the audiovisual media began in 1988 with
News track, a video news magazine that shook up the establishment. By 1995, TV

42
Today Network had evolved to produce one of the most influential
current affairs programmes, Aaj Tak. Telecast on the terrestrial network,
it enjoyed a strong nationwide viewer ship. Because of its popularity, the
group launched a 24-hour Hindi news Channel, Aaj Tak, in December 2000, which
covers India with insight, courage and plenty of local flavour. Within six months of its
launch, Aaj Tak emerged as India’s number one news channel. And within 11 months,
it was awarded “Best News Channel” by the industry. Aaj Tak was probably the most
impressive media success story in India, then.
Programs:
Besides the 24 –hour news bulletin, the programme line up of Aaj Tak includes shows like
Cinema Aaj Tak, Jurm Aaj Tak, and Duniya Ravivar.
Highlights:
 Aaj Tak has a team of over 300 professionals, involved in newsgathering across India.
 Aaj Tak was awarded as the ‘Best News Channel’ by Indian Television Academy Awards
for two consecutive years - 2001 and 2002.
 The ‘Best CEO’ award and ‘Best Channel Promo’ awards from Indian Telly Awards were
bagged by Aaj Tak in 2002.
 Aaj Tak received the award for ‘Best Distribution’ and was declared the only media brand
in the Brand Derby 2002 study.
 Aaj Tak was rated as the top news channel in the country as per the ORG - survey ratings
in 2003.
 The ‘Best Promo for a News Programme’ by Indian Television Academy Awards in 2004
was won by Aaj Tak.
 As per the latest TAM (television audience measurement) ratings on television viewership,
Aaj Tak had a share of 57 per cent in full-day channel viewership in Hindi-speaking
markets, with a prime-time share of 61 per cent.
INDIA TODAY:
India Today is a 24-hour English language television network based in Noida, Uttar
Pradesh that carries news, current affairs and business programming in India, the

43
channel is owned by TV Today Network Ltd. which is a part of Living
Media. the channel has now been renamed as India Today. India Today
Television has the second-highest rating among all English news channel
in India.
The channel was launched in the year 2003 is a sister channel of the Hindi Aaj Tak news channel
and is one of the four news channels from the TV Today Network stable other than Aaj Tak,
Tez and Delhi Aaj Tak. Alok Verma was brought in as the Executive producer to successfully
launch TV Today group's foray into the English news channel category.
 Programming
India Today has many extra-news programmes such as Wheel Spin, EQ, The Big Ticket, Grand
Stand and Sports Today. It is known for its sensational coverage of news like other news
channels in India.
 Awards
Exchange4media News Broadcasting Awards 2015.
 Media Watch
Media watchers have flagged the channel for unethical use of footage in September 2015 and
sexist content .
DOORDARSHAN NEWS:
India small screen programming started off in the early 1980s. At that time there was only
one national channel Doordarshan, which was government owned. Though there was a single
channel, television programming had reached saturation. Hence the government opened up
another channel, one part of which was national programming and the other, regional. This
channel was known as DD 2. Later DD Metro, DD news, DD 1, etc were introduced. All
these channels were broadcasted terrestrially.
The Regional News emanating from the 18 State Capitals at present, contribute 71 news
bulletins every day. This is an enormous task by moderation in contrast to Private Channels,
who often sensationalize the issues. All these Bulletins are produced in-house. During the
course of the major Bulletins, news scrolling is available for a quick glance and recap of the
major stories of the day. During Cricket Matches, a running update window of the current
score is also available.
Overall, there is as much as 3 hours and 25 minutes of live news every day on DD News.
Apart from this, there is invariably a live telecast of Breaking Stories and special events, such
as the Annual Budget, the Exit Poll of Elections, Exim Policy and several other live events.

44
Programs:
For every Public Service Broadcaster, News and Current Affairs Programmers has always
been the flagship of the network. Away from entertainment and general information, the
programmers on DD News focuses on the process of developing society and the
programmers and policies of the Government in achieving the objectives of governance and
development. For the last several decades, Doordarshan News and Current Affairs have
provided to the viewers, a balanced and objective presentation of day-to-day news and
developments covering a wide canvas of issues relating to Politics, Business and Economics,
Sports, Health, Youth, International Affairs, Science and Technology, etc.
Highlights:
 As part of the National Network, Doordarshan News and Current Affairs at present is catering
to alteast 30 per cent time-slot on the Channel. It is providing round-the-clock News Bulletins
with headlines on the Hour every hour.
 DD News broadcasts two half an hour long bulletins every morning with Live inputs from
different regions of the country. The same is available at prime time every evening.
 The anchoring and reporting capability has also increased substantially with the induction of
21 Anchors/Reporters, who form the core group in the Headquarters at CPC, Asiad Village
and some of whom are being posted to different State Capitals to strengthen the coverage
span of the network.
 News segments like Newspaper Review, Business Capsule, Sports Capsule, Making a
Difference, Personality of the Week and others have been introduced recently on DD News.
Star News:
Star News, launched on 31 March 2003 in Mumbai, made a successful transition to a 24-hour
Hindi News channel, reaching out to wider audiences across India. The channel, in its very first
day, broadcasted an exclusive interview with Mr. Yashwant Sinha, Cabinet Minister for
External Affairs.
STAR NEWS with its unmatched flair for quality offers its viewers 24-hour Hindi news that is
relevant to today’s Indians. The motto of Star News is to provide balanced and unbiased
information in Hindi, thus making Star News a 24-hr channel in the language of the people.
Based on extensive research to understand the information and television needs of viewers, it
covers the full spectrum of news ranging from politics to business, investigative reports to
consumer issues, crime, environment, etc. Reporting news as it happens in India and with links
to international news agencies, STAR NEWS keeps viewers across India fully informed and
engaged. The famous reporters of Star News are- Sandeep Chowdhary, Ajay Kumar, Aparna
Kala, Gaurav Banerjee, Sidharth Sharma,

45
Highlights:
 An added unique feature is that the reporters can multitask in shooting, editing and reporting
by the use of laptop editing systems to stay connected while on location.
 The Star News Hindi team comprises more than 300 dedicated staff in India, based across its
new headquarters in Mumbai, its super bureau in Delhi and 19 regional bureaus located through
out India.
 A reliable global network of alliances with major international newscasters and news agencies
ensures that viewers of Star News Hindi are among the first to learn about the news, whenever
and wherever in the world it happens.
 Star News correspondent, Rajdeep Sardesai was awarded the ‘TV News Anchor Of The Year’
in 2002. In the same year it was also awarded the ‘Best Current Affairs Programme’ for its
famous programme ‘Reality Bites’.
 Star News also won the award for “Best Prime Time News Show”-Star Report in 2004.
 Star News is available in six different markets of the world: Europe, India, Middle East,
Philippines and Thailand.
Recent Make Over:
Star News has recently donned a new 'avtaar' in February 2005. The channel has seen a
complete makeover in terms of look, feel and presentation, the idea being to evolve as a brand
after one and a half year of existence. Bright colours, sharper edges and a slightly modified
signature tune mark the new look of Star News. According to the CEO and editor of Star News,
the idea to undergo a makeover was not because there was something lacking in the old look,
but it was more of an evolution process.
Zee News:
Zee News, the news and current affairs channel of the Zee Network, has taken giant strides ever
since its inception in 1995. Reaching millions of viewers across five continents, the channel
revolutionized the way news was delivered to the viewers. Zee News pioneered the television
news segment as the first private news broadcaster in South Asia and created history in 1998
by becoming the first 24-hour Hindi news channel.
Since its inception, Zee News has endeavoured to be the fastest to provide news, working
towards a single goal of Sabse Pehle (Always First). It serves millions of Indians with up-to-
the-minute information through the provision of hourly newscasts, instant coverage of breaking
stories, special reports, updates, features, customized reports and news feed material. Zee News
for the Asia region is uplinked from Noida in India and uses the satellite Asiasat-3S.

46
Programs:
Being the Pioneer in the field Zee News is the first one to give a right mix of news
and programming. The programmes like ‘Special Correspondent’ and ‘The Inside Story’ have
completed a successful run of 170 episodes, which is a record for any current affairs
programme. The Inside Story has recently got international recognition as one of the five best
investigative programmes. Another programme- ‘Pehal’, which brings out those people in the
lime light who may not be resourceful or page 3 socialites but infusing light into other people's
life. Zee News has recently launched a programme ‘Kuchh Kar Dikhana Hai’ which is about
employment related information given in an interesting manner. ‘Crime File, Encounter’ and
‘Cinema A to Z’ are giving very good content in the respective fields.
Apart from all these programmes, Zee News also broadcasts tailored programming in specific
time slots catering to varied tastes of viewers, including News at 7, News at 8, Metro News,
News at 9, Prime time, Din Bhar, World View, and Beyond Headlines.
The channel broadcasts groundbreaking news and documentary programmes like-
Special correspondent:
A weekly programme based on field experiences of journalists, relating more than just the end
story.
Encounter:
Hard hitting one-on-one interviews in Encounter seeking to uncover the person behind the
persona.
Dream Destination:
A programme that seeks to bring alive travellers’ dreams to the small screen.
Manoranjan:
A film review programme for those who want to know more about the REEL life rather than
the REAL.
Highlights:
 Zee News was awarded the finalist certificate for the International Television Programming
& Promotions Awards 2004.
 Zee is first to launch a 24-hour Hindi News Channel in India - Zee News.
 Zee News has a strong work force of 400 spread over 22 news bureaus.
 Zee News won the ‘Best Public Service Programme’ award for the programme- ‘Ek Duje
Ke Liye’.
India TV:
India TV, the free-to-air Hindi news and current affairs channel, promoted by the well-known
television presenter- Rajat Sharma, was launched on May 20, 2004 as the flagship brand of

47
Independent News Service (INS). INS promoted by Rajat Sharma and Ritu
Dhawan was established on June 2, 1997. It was started with the purpose of
carrying on the business of TV news and current affairs programming. The idea
was to develop and establish a news network utilizing cutting-edge technology, a goal that was
achieved successfully.
INDIA TV is beamed from the PAS 10 satellite, which is also used by such channels as HBO,
BBC, CNN and MTV. India TV, in which approximately Rs. 700 million has been sunk in,
would continue to be a digital free-to-air news channel. Major part of the population in India
views Hindi news channels, and so it has distributed around 1,500 decoder boxes in those parts
of the country where Hindi is predominantly spoken and understood in areas like Bihar, Punjab,
Uttar Pradesh, and parts of Maharashtra and Rajasthan.
Programs :
The programming on India TV incorporates an in-depth analysis and minute-to-minute
coverage of relevant issues. Twenty-minute news bulletin is supported by a 10-minute analysis
of key events, every half an hour. Forming one of the largest newsgathering networks in the
country, India TV has its reporters stationed every 100 miles. Thus the channel does not limit
itself to metro-centric news reporting. Instead, it has entered the heartland of India bringing
news from the most neglected areas.
Some of the major attractions at India TV includes-
'Aaj Ki Baat Rajat Sharma Ke Saath':
It is a programme blending news reporting and analysis between 9 and 10 p.m. broadcasted
every day from Monday to Saturday.
'Jeene Ki Raah':
It is a daily special bulletin related to discussions and views on environmental issues and animal
welfare, anchored by Menaka Gandhi.
'Aaj Ka Tehelka':
This programme focuses on exposing the corruption at all levels, hosted by a popular reporter-
Tarun Tejpal.
‘Aap Ki Adalat’:
Among the bouquet of programmes, this is one of the most well known and highly acclaimed
debate- ‘Sharma’s signature show’ on the channel.
Highlights:
 INDIA TV has created a vast infrastructure specifically made for 24-hour telecast of news.
A state-of-the-art facility in Noida, outside Delhi spanning 80,000 sq. ft. and with four
studios, multi-camera setups, and computer-controlled lighting with a common storage
platform has been constructed.
 In India TV, with a correspondent every 100 miles, news is gathered through a countrywide
network of fibre optic links connecting 110 spots to the central newsroom, apart from
outdoor broadcast vans and suitcase dish antenna terminals.

48
6.2 Regional News channels
O tv (news) :
Odisha TV or OTV is a regional Odia Indian Cable Television station. It is the flagship channel
of the Bhubaneswar-based Odisha Television Network. It was started and promoted by Jagi
Mangat Panda. Odisha Television (OTV) is the first private Electronic Mediain the state of
Odisha.
Launched in 1997 in the twin cities of Bhubaneshwar and Cuttack, the channel slowly spread
to all major towns of the state. Then it became a source of news, Current Affairs and
entertainment for the people of Odisha. It was converted from cable to a satellite channel in
December 2006. It is the most viewed Odia TV channel in the world, with five channels (Odisha
TV, Tarang TV, Tarang Music, Prarthana TV and the recently launched Alankar TV).
Programming
Apart from a large viewership in Odisha, OTV has a following in other regions of India with a
large Odia speaking population, including Bangalore, Vizag, Surat, New Delhi,Mumbai,
Chennai and Hyderabad.
The key people are Jagi Mangat Panda and her husband and BJD MP Baijayant Panda. Initially
four journalism students from Indian Institute of Mass Communication, Dhenkanal were
selected from the campus by them to start OTV. They are Jajati Karan, Sarada Lahangir,
Sriparna Nayak and Sonali Rath. Now OTV has over 300 staff and the company is worth more
than Rs 200 crore.
List of programmes
Most programmes of OTV are news based. It also has programmes related to art and culture,
tourism, business, food and festivals. Some of its programmes include the following.

49
 Agyanamaskar
 Gapasapa
 The Great Odisha Political Circus
 Indradhanu
 JanaMancha
 Jhalak
 Kholakatha
 News Fuse
 Oltapalta
 Police File
 Pratidin
 Ranabhumi
 Sakalara Khabara
 Tasty Tasty
Website – www.odishatv.in
Youtube - https://www.youtube.com/user/otvodisha - Subscribe -17,253
Facebook - https://www.facebook.com/otvnews/ - Likes -101,668
Twitter -https://twitter.com/otvnews - Followers (72.9 K)
Kanak news :
Kanak News is an Odia language cable and satellite news channel in Bhubaneswar, Odisha,
India. This channel was launched in 2009 as Kanak TV.Its headquarters is in Bhubaneswar and
is operated by Eastern Media Pvt. Limited.
Its tagline is "Paribartanara Swara" as of 2015.
 Programmes
 Jatra Chalichi
 Jeebanara Canvas
 Business Leaders
 Crime Reporter
Facebook - https://www.facebook.com/KanakNews/ - Likes (33,932)
Youtube -https://www.youtube.com/channel/UC90RW5ZmBBqp4r2QIQxfACA - Subscribe
(4,892)
Website - http://kanaknews.com/
Twitter - https://twitter.com/kanak_news - Followers (6,581)

50
Pramaya news 7 :
Prameya News7, Founded 2012 is an Odia language 24-hour cable and satellite news channel
in Bhubaneswar, Odisha, India. Gopalkrushna Mohapatra is the group editor of Prameya News7
channel.Headquarters Bhubaneswar, Odisha, India , Key people Mr.Sunil Kumar Das ,
Number of employees 200+ .
Website - http://www.prameyanews7.com
Facebook -https://www.facebook.com/prameyanews7.tv – Likes - 20916
Zee Kalinga :
Zee kalingaLaunched is an Odia language NEWS channel in India Headquarters Bhubaneswar,
Odisha, India . It is offered by Zee Network, part of the Essel Group.Zee Kalinga is the 1st
International Television Brand that has cast its foot prints in Odisha.Zee Kalinga,a 24X7 Oriya
language TV channel was launched by Zee Media Corporation on 3 February 2014.It is a 24*7
News channel with a variety of content.This channel has hired about 100 employee in its first
round and will expand soon. The channel will be available free-to-air till March 2014, after that
it will be converted into a pay per view TV channel now available free at Blacktvlive.com.
This channel currently available on Tata Sky, Dish TV, Airtel Digital TV and Ortel
Communications.
Currently the Channel is sphere headed by Arjya Patnaik (Programming Head) and by Mr Satya
Prakash Nayak (News Head).
Its tagline is Mu Odia Mo Odisha.
Facebook - https://www.facebook.com/ZeeKalinga/ - Likes -11,522
Youtube - https://www.youtube.com/channel/UCIASfWi3JHYn4XhIyacIjMw -Subscribe -
1,010
Twitter - https://twitter.com/zeekalinga_news - 6,130
Website – www.zeekalinga.com

51
E tv odiya :
ETV News Odia is an Oriya news channel from ETV Network and owned by Network 18,
which was launched on 4 May 2015. ETV News Odia is a part of the ETV News Network
which is one of the largest network of satellite television channels in India. ETV News Odia is
the 10th regional news channel of the ETV News Network in India.More than 20 crore people
from across the country watch ETV. ETV Odia that pioneered professional television
journalism in Odisha one and a half decade back was resurfaced with a big bang a year ago.
With a brilliant record of magnificence, maturity and a healthy nose for news, the channel
mirrored the cheers and chagrins, tribulations and triumphs of people round the clock. The team
is ready to face all odds to keep the viewers informed. ETV Odia, the household name in the
state so far, desires to penetrate even deeper. It is committed to stand the tests of time and
connect people with the world of happenings through unbiased content, clarity in presentation
and contextual relevance. The channel tries to live up to the expectations of the people with the
slogan NEWS IS LIFE. Mr. Nilambar Rath was the first Editor of the channel. Now noted
television journalist Mr Bhakta Tripathy leads the channel as the editor.
The tagline of this channel is `News is Life’.
List of Programmes -
 THE JC SHOW
 CHHOTA MORA GAONTI
 SIDHA KATHA
 ABHULA GITA
 E-CAFE
 KANA KALA MA
 CRIME BUREAU
 MANTRA MAHIMA
 KATHARE KATHARE
 ANNADATA
 HAKIM BABU
 MY DOCTOR
 AAPANANKA BHAGYA
Youtube - https://www.youtube.com/user/etvoriyaindia - Subscribe -701
Website - http://oriya.etv.co.in/ - Rating (Very poor)
Facebook - https://www.facebook.com/ETVOdia/ - Likes -118,604
Twitter - https://twitter.com/etvodia - Followers - 486

52
[CHAPTER 7]
Recommendations and Limitations

53
7. RECOMMENDATIONS
This research helped me to know the role of qualitative factors such as various view points
which plays major role for cable and satellite user. With the help of research, I will be able
to quantify all these qualitative factors such as various view points of the consumers, personal
preferences, tastes and their interests while watching news channels and impact of outdoor
media on them.
This part of our report contains the final outcomes of our survey: -
I. Convert non-user to user
In this stages the Newsworld Odisha have to attract the viewers towards their channel.
They can do this by various promotion technique .i.e. advertisements on various channel,
hoarding, e.g., Hoardings of Dharam Darbar,Jabab sawal at supermarkets, restaurants, and
theme parks, etc. i.e. places that are frequented by families.
II. Create new segment(Geographic allocation)
The Newsworld Odisha has to cover all location of states. The frequency of channel should
cover even the rural places. Awareness of channel will play a huge demand of their channel
among the viewers.
III. Sponsorship
Sponsorship is a strategy used to increase product awareness and build relationships.
Organizations use sponsorships to gain exposure to the audience.
Investments in events or causes would help Newsworld Odisha have more sponsors and in turn
would also increase the number of viewer ship of the channel. Thus Publicity through
conducting events could be gained.
IV. Event Marketing
Event marketing is a rapidly growing facet of marketing communications. Marketers select
events to sponsor based on the target audience.
Newsworld Odisha should have tie – ups with Award Functions for these Event marketing.
This would help them built their brand image.
7.1 Other Strategies
i. Entry Strategy:
Avoid competitors from gaining market share by introducing flanker programmes, e.g., airing
a popular Hindi and Odia movies and serial in the same time slot where competitors' main
programme is aired.
ii. Focus Strategy:
Have timely innovations based on audience feedback.
iii. Expansion Strategy:
Gain viewer ship by launching attractive programmes like star shows, current affairs, Travel
shows, Real life stories etc. in non-prime time slots.
7.2 Suggestions
1) Newsworld Odisha should do more campaigns and events to increase their brand awareness.
2) They need to increase their availability in small towns .

54
3) Should come up with more attractive and attention gathering anchors.
4) Newsworld Odisha should stop excessive repetitiveness of news.
5) Should do survey’s more often to know changing trends and people’s view about
the industry and about this particular channel.
7.3 Limitation of the study
1) The study is based on the assumption that information provided by the respondents is true.
2) The study was limited only to Odisha.
3) The mode of collecting primary data was only through questionnaire so there is greater chance
of biasness.
4) Due to shortage of time and financial resources, a small sample size was taken.

55
QUESTIONNAIRE
A QUESTIONNAIRE IS DESIGNED TO KNOW THE MARKET SHARE AND PRICE
BUILDING OF BRANDED COOLERS.
Newsworld Odisha comes closer to its audience to seek their response which will add to its
betterment. Your idea matters. Please feel free to talk.
1. Your name please:
2. postal address :
3. You can be contacted on:
4. Which is the most preferred medium to be in touch with you regularly?
(a) By Telephone
(b) By E –mail
(c) By Post
(d) By other network
5. We know age is only a number. Your age bracket:
(a) 15 to 24 years (b) 25 to 34 years (c) 35 to 44 years (d) 45+
years
6. Education is never ending. Nevertheless, you are qualified up to:
(a) 10th
(b) Intermediate (c)Graduation (d) PG/
Masters
7. Qualification :
(a) 10th
(b) Intermediate (c)Graduation (d) PG/
Masters
8. You are a proud:
(a) Working Men (b) Retired Person (c) Self-employed (d)Job
Holder (e)Housewife
9. Money materializes your dreams. Your household income:
(a) Below 10k (b) 10k to 20k (c)20k to 30k (d)
Above 30k
10. Are you associated with any group/ club/ samiti etc?
(a) Yes (b) No
11. If ‘no’, then please ignore this. If ‘yes’, then please name yourgroup/ club/
samiti:
12. How often do you mingle with your group members or neighbours?
(a) Daily
(b) Once in week
(c) In regular interval
(d) Some times
(e) Rarely
13. While meeting your group members, how do you talk about a new product you
just used/ new program you just watched?
(a) Quite often
(b) Sometimes

56
(c) Never
14.While talking about a new product you just used/ new program
you just watched, do you try to influence other members in the group to accept
your view and follow your footstep?
(a) Yes
(b) No
(c) May be
15. How do you describe yourself with respect to ‘television viewing pattern’?
(a) Just watch
(b) Follow certain programs religiously
(c) Watch whenever any special event is telecast
16. How much time do you usually spend in front of television?
(a) Less than 1 hour
(b) 1 to 2 hours
(c) 2 to 3 hours
(d) More than 3 hours
17. When do you usually watch your favourite programs?
(a) Evening (Fresh Telecast)
(b) Morning/ Afternoon (Repeat Telecast)
18. Please name your most favourite genre that you’d like to watch on television.
(a) Evening News Bulletins
(b) Crime Show
(c) Morning mythological/Astrology show
(d) Others (interview/ Play/ Any Other):
19. What channels do you usually watch?
(a) Odiya News channel
(b) Hindi News channel
20. If given a chance, would you like to be part of a club, initiated by Newsworld
Odisha?
(a) Yes
(b) No
(c) May be
21. Which regional News channel you watching mostly
(a) OTV
(b) News World Odisha
(c) Zee Kalinga
(d) Kanak Tv
(e) Naxatra New
(f) News 7
(g) Kalinga Tv
22. What is your preference in watching news channel ?
(a) Content
(b) Brand name
(c) Quality
(d) Others

57
23.How do you feel about the programs of newsworld odisha ?
(a) Very good
(b) Good
(c) Average
24. Which type of programs you like more in newsworld odisha ?
(a) Entertainment
(b) Sports
(c) Current affairs
(d) Crime based
(e) Religious
(f) Interviews
25. Rank the newsworld odisha programmes according to your preference ?
(a) News 6 PM
(b) News 7 PM
(c) News 8 PM
(d) News 9 PM
(e) Jabab sual
(f) FIR
(g) Kemiti katiba aji
(h) Khabar chatapat
26. You have Cable Tv connection or DTH connection in your home If DTH then
which brand you are using -
(a) Dish TV
(b) Tata Sky
(c) Airtel
(d) Videocon D2h
(e) Big TV
(f) Sun Direct

58
Bibliography
Books
 Malhotra, Naresh K., “Marketing Research-an applied orientation” Fifth Edition
 Nargundkar, Rajendra “Marketing Research – text and cases” Second Edition
References
1) http://www.indiantelevision.com/indianbrodcast/history/historyoftele1999.htm
http://www.indiantelevision.com/indianbrodcast/history/historyoftele2000.htm
2) http://www.answers.com/list of TV channels in India.
3) Businessworld, January 9, 2006, p. 22-23.
4) Business Today, Anniversary Issue, 2002, p. 196.
5) www.ibef.org
6) “Star India: Life beyond television in India,” (cover story) Business World, May
8, 2006, p. 30-38.
7) Business World, October 6, 2003, p. 22.
8) http://www.rediff.com///money/2004/jun/19tv.html.
9) Business World, April 17, 2006, p. 19.
10) Business World, February 13, 2006, p. 16.
11)Sharma, Dinesh C. (2006). “Discovering New Horizons and Markets.”
12)Crawley, William and David Page (2001). Satellites over South Asia Broadcasting,
Culture and Public Interest. New Delhi: Sage.
13) Shrikhande, Seema, “Business News Channels in Asia: Strategies and
Challenges,” Working Paper, Oglethorpe University, Atlanta, GA.
14) Business World, January 23, 2006, p. 21.
15) Business World, May 22, 2006, p. 43.
16) Kohli Khandekar, Vanitha (2007). “Cover Story, Big Media Goes Online,”
Business World, April 16, p. 30-34.
17) Raturi, Prerna (2006). “A New Milestone, The Strategist,” Business Standard,
Tuesday May 23, p. 3.
18) Mohan, Devendra (2003). “Special Report, Fast-Forward in Fantasyland,”
Business India, April 28-May 11, p. 52-56.
19) Singh, Gurbir (2008). “India’s Next Media Power House,” Business World,
March 24, p. 34-40.

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